Chipotle Mexican Grill to open Chipotle Digital Kitchen in Highland Falls, NY
Chipotle Mexican Grill said that it will open its first-ever digital-only restaurant called the Chipotle Digital Kitchen near the military academy in Highland Falls, New York.
The restaurant, which will be open from 14 November 2020, will be only for pick-up and delivery only, said the US fast casual restaurant chain.
According to Chipotle Mexican Grill, the new prototype will enable it to foray into more urban areas that do not support a full-size restaurant besides allowing flexibility with future locations.
The concept of Chipotle Digital Kitchen is said to be focused on speeding up the digital business in non-traditional locations. It will not have a dining room or front service line and guests have to order in advance through the Chipotle website or app or third-party delivery partners.
Orders can be collected from a lobby where all the sounds, smells, and kitchen views of a traditional Chipotle Mexican Grill restaurant can be felt.
Chipotle Digital Kitchen will also take up large catering orders, which will be available for pick up in a separate lobby that has its own dedicated entry.
Curt Garner – Chief Technology Officer of Chipotle Mexican Grill said: “The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business, while delivering a convenient and frictionless experience for our guests.
“With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we’re constantly exploring new ways to enhance the experience for our guests.”